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This study embarked on by Google and Sony in partnership, and undertaken by Market Share Partners. The purpose of this research is to understand and quantify the effectiveness of Sony Australia's marketing and media spend in driving Sony TV sales.
Specifically, the research looks to evaluate the role of paid search in Sony's marketing ecosystem. The outcome shows how Sony can optimise the marketing and media mix to generate greater revenue from the same level of investment. This highly robust study used multiple econometric models (multiplicative logarithmic time series) constructed to understand total Marketing ROI by media channel and inform future optimal media resource allocation.